Bergström, Martin

Abstract [en]

When working with graphic design and typography the empty space between the graphic elements is vital when obtaining balance in the form. Certain characteristics are often (if not always) used when deal- ing with visual communication. A graphic product can be perceived as luxurious, cheap, masculine, feminine etc. Can character be assigned to empty space? To answer the question, four theories regarding character of things from the domain of Human Computer Interaction (HCI) are used to see if they are possible to use in graphic design. Ethnographic studies, based on a loosely structured approach, semi- structured on site interviews, and observations were used on two dif- ferent settings to establish how space is used and how it affects the character of the material. The data that was gathered clearly shows that character cannot be applied to space itself since the space is dependant of the relations with the surrounding objects. Character can however be applied to space and graphic elements as a unity. Assigning character to graphic material can assist in generat- ing expectations with the receiver of the visual communication. The character of the product can act as a context where the appearance of the product can be interpreted. As graphic design is static, character in graphic design cannot generate explanations. For the same reasons character in graphic design cannot act as a schema for normal func- tioning.